MBTI and Advertising Marketing

The MBTI, or Myers-Briggs Type Indicator, is a psychological test that categorizes peoples personalities into 16 types. It was developed based on psychologist Carl Jung’s theory, which divides personality into four dimensions: extroversion (E) vs. introversion (I), sensation (S) vs. intuition (N), thinking (T) vs. feeling (F), and judgment (J) vs. perception (P). By combining these dimensions, the MBTI identifies a total of 16 personality types. The test can also provide insight into an individuals disposition, tastes, and behavioral patterns. Based on this, people can find careers, romantic partners, and friends that align with their personality type. Although originally developed for psychological research, the MBTI has recently gained widespread use in various fields.

MBTI Marketing refers to marketing strategies based on the MBTI test. As the MBTI becomes increasingly popular among the MZ generation (Millennials and Gen Z), companies are using it as a tool to promote their brand products. In some cases, MBTI is even utilized in the hiring process, going beyond simply defining ones identity through personality tests, which are often viewed as just fun.

MBTI helps individuals recognize their own dispositions and better understand the dispositions of others. It also aids in identifying preferred work environments and styles, ensuring alignment with specialized fields, and enhancing team dynamics by recognizing diversity, capabilities, and balance. Additionally, MBTI can improve conflict management and communication within teams. Successful marketing examples that incorporate MBTI include Netflixs recommendation system, Starbucks beverage menu, IKEAs furniture styling, Naver Webtoon’s recommendations, and MacBTI.

Among these, MacBTI went viral on social media, particularly among the MZ generation. It sold more than 420,000 cans in just two weeks after its release. The MacBTI product, which comes in four variations, follows a collect-and-play concept. Each can is labeled with one of the four MBTI dimensions: “E-1,” “N-S,” “F-T,” and “P-J.” By purchasing all four cans, consumers can combine them to create the full set of 16 possible MacBTI types. The design of the cans also contributed to the products popularity, with each can featuring different colored sides corresponding to each letter of the MBTI dimensions, which sparked the MZ generations desire to take photos. MacBTI reflects the mega trend of the MZ generation and cleverly capitalizes on the beer consumption habit of purchasing cans in sets of four.